Discuss the differences between service quality perceptions Essay Example

Discuss the differences between service quality perceptions Essay Example Discuss the differences between service quality perceptions Essay Discuss the differences between service quality perceptions Essay Schneider et al (2002) argued that ensuring an excellent service delivery has now become an essential role for all service providers. The importance of a high quality service is clear, but there isnt a consensus on the definition of; perception of service quality (SQ), service quality (SQ) and customer satisfaction (CSS), (Crooning 1 992; Rust Oliver 1994. ) Some latter academics have attempted to adapt the definition by separating SQ and SQ measuring one subjectively and the other objectively (Berry et al 2006). Traditionally, it appears academics define SQ as a measurement of how the revive delivered matches the customers expectations. (Bolton Drew 1991; Paranormal, Chatham Berry, 1988) all support this concept, claiming it is an attitude similar but not identical to satisfaction, which is developed by comparing service performance and expectations. Further, service quality is judged on a consistent basis (Lewis and Booms 1983). This determines SQ as a long-run judgment by the customers. In contrast, SQ is formed during the production, delivery and consumption process (Advertised 2005). SQ provides the measurement tool for individuals to evaluate the attractiveness ND desirability of the service (Kashmir 2013). This is supported by (Chatham et al 2009) who state that perceptions are generated from a customers experience with the service and their feelings of the service afterwards. Customer satisfaction tends to have more consensuses over its definition. Lewis (1 993, p. 4-1 2) defines it as the difference between predicted and perceived service, in contrast with attitudes. This concept is supported by Chatham et al (2006, p. 106-107). Academics agree that there are many similarities between SQ and CSS. However, CSS is argued to be a broader incept compared to SQ which only focuses on dimensions Of service (Wilson et al, 2008). CSS is affected by other factors than SQ, such as price and product quality (Chatham et al, 2006 p. 106-107). This is shown below in the figure 1 (Wilson et al 2008, p. 79) Finally, it is important to note that CSS can either be transaction-specific or cumulative. A new customer purchases a season ticket for Saracens. The perception of service quality is formed during the match day, and this is used as the tool to evaluate service quality. Service quality is a long-term evaluation of how the season ticket compared with their prior expectations. This judgment of service quality is antecedent to the customers satisfaction (Oliver 1993. ) The transaction- specific satisfaction of the customer is also affected by situational and personal factors. If Saracens lost the match and the weather was poor, then the customer may be dissatisfied, yet the level of service quality could be high. The cumulative satisfaction of the customer may be mainly determined by the clubs final position in the league rather than the overall level of service quality. Section 2 When a sporting organization is deciding which of these to priorities, the anger must evaluate a number of factors. Marshall (2013) found that 20% of customers would generate 80% of a companys profit. Therefore, it is of most importance to generate customer loyalty, and generate high re- purchasing rates. Secondly, Daly (2002) stated that it costs ID times more to obtain a new customer than keep an existing one. When determining what to priorities the manager should focus on what will create the highest repurchasing rates. Crooning Taylor (1992) found that the relation between satisfaction and repurchase intentions was stronger than that of service quality and repurchase. Gross (1996) supports this idea, finding that satisfaction is a better predictor of repurchase intentions than service quality. A sport service manager should therefore priorities customer satisfaction over perception of service quality and service quality. This will increase re- purchasing rates and in turn improve profits. By proportioning customer satisfaction it will also involve controlling service quality and perceptions of service quality, as well as a number of other factors. This should enhance the firms overall situation more than targeting SQ and SQ would. It is possible hat a firm provides a high-quality service that does not satisfy the customer. This supports the argument for proportioning customer satisfaction. There may be certain situations where focusing on satisfaction is not feasible. As stated earlier, customer satisfaction is affected by factors outside of the organizations control, such as personal and situational factors. When these factors are very influential managers lose the ability to control satisfaction. When this is the case a manager should then focus on service quality. Consider a devout Salutary supporter that attends a match. The most important factor determining their satisfaction is winning. If Salutary loses, the customer will be dissatisfied. Therefore, a manager should focus on service quality as it is within their ability to control customers perceptions. This focus may lead to a customer who is impressed with the long-term level of service quality at the club. Despite such, is dissatisfied with the day. In contrast, consider the manager of a gym. It is more likely that a manger can affect overall satisfaction in this scenario. With a reasonable membership price, top-quality equipment, and high level of service, the customer may always be satisfied. These factors may outweigh the effect of a poor workout and negative situational and personal factors. In this example the manager does have control over the customers level of satisfaction, and should therefore target such. This would increase repurchasing and spending. Using the current definitions and literature, a manger should focus targeting customers satisfaction whenever this is within their control. A manager is more likely to have greater control for participation sports, compared to sporting spectacles.